UK Surf & Skate Expo: How 10 Over Surf Shop Is Showing Up

This year's UK Surf & Skate Expo gets under way this week, with a whole bunch of talks, key notes, exhibitors, surf comps, skate ramps and so much more going on. 

For this edition of the Expo, we decided to show up in a different way. Head over to the Expo Village to check out our Jeff Don't Surf campaign – a visual representation of everything Amazon gives to the surf community (it's nothing, no surprise) and how far your money goes when supporting your local surf shop.

It's a new initiative where we're focussing on keeping the surf community vibrant, without injection from brands who buy their way into the culture with no giveback. Surfing is one of those sexy marketing terms that bounds around boardrooms and used to line the pockets of the cats upstairs, while local surf shops are left to try and survive an industry they built up. 

It doesn't sit right with us that culture can be bought and not earned. That product is planted, not organically used, that big warehouse culture isn't called out. We're not saying our back room is super organised, but we're a local surf shop – and have been a part of Newquay for decades, with all our staff local to the area. 

But that's not all. Keep an eye our for Custard, our trusty surf steed, who may be getting up to some mischief in the Expo Village. We cannot confirm or deny any wrong-doings, only that he's got a mind of his own. Swing by the stand too, have a chat, we don't bite. 

We'll be stocking the new limited edition of Wavelength, celebrating its 45th anniversary.

We're also supporting the Wavelength UK Surfer Awards, backing the Surf School of the Year award. The presentation takes place on July 24th, before the Expo kicks off, so hopefully see you all on there (or on the dance floor). 

Then, on Saturday July 25th, we're showing two shorts movies shot exclusively for 10 Over Surf Shop. First Light and the story of Danny Teare who suffered from a stroke while surfing but now continues to body surf and keeps the stoke alive. We're also showing Queen Gwyn, an ode to Newquay's most famous surfer, Gwyn, who has recently stopped surfing after more than 70-years in the water. 

Get your free Expo Village passes and come say hello, by going here.